To date, Marin Software has received funding of $80 million. In February 2012, it raised $30 million funding in a round led by SAP Ventures and the Singapore-based investment firm Temasek. Analysts believe that the introduction of Temasek will help the company to expand in the emerging markets of Asia Pacific. Other investors include Amicus Capital, Benchmark Capital, DAG Ventures, Focus Ventures, and Crosslink Capital. Marin Software plans to invest these funds in product development and market expansion. It already has lofty growth plans and proposes to hire more than 120 employees this year. The company ended 2011 with 330 employees worldwide.

Analysts are looking forward to the IPO, and the company’s management has confirmed that they are looking to choose bankers for the IPO in the next few months.

Within the U.S. display advertising market, social media player Facebook’s market share has grown significantly from 21% in 2010 to 27.9% in 2011. Marin Software is focusing on capturing the advertising dollars being spent on the Facebook platform. Toward the end of 2010, it released advanced applications for advertising on Facebook. It began by offering advertisers the ability to manage Facebook Ads by providing solutions that included algorithmic bidding, audience segmentation, and ad rotation features. Marin Software’s applications let advertisers segment their target demographics by gender, age, geography, and the likes and interests of audiences. Today, its Facebook tool also provides advanced reporting on ad campaigns and helps optimize performance of ads according to user interactions by tracking Facebook “Likes,” RSVPs, and app installations. It helps to calculate appropriate bids for each ad given cost-per-action targets and automatically adjusts bids daily to maximize Facebook conversions.